Fast is always
in style.
Competitive on and off the track.
Solving a performance problem by setting the performance standard.
When founder and CEO Eddy Pintacsi couldn't find wheels that had the performance profile or specs he wanted for his BMW E30 M3 track car, he decided to make them. That wheel became their flagship product and now Apex boasts one of the most diverse ranges of competition-grade wheels and accessories on the market.
Real drivers deserve real performance.
Apex wanted this Black Friday to be the biggest Black Friday of all time and we set out to help them succeed. But, how do you attract existing and potential buyers during a time when they are already being bombarded with ads and emails boasting sales and promotions?
Inovāt executed a massive, but specialized and calculated email campaign. We didn’t inundate customers with emails and drown them in ads. We targeted car owners and enthusiasts with ideal and personal language that attracted them to a product they love and a company they trust. This campaign around emails was intense but strategic; not overbearing – focusing on language, frequency and connection to the customer.
1.
Timing
We addressed two key issues in Apex’s previous email campaigns – frequency and messaging. During a time when consumers were already being targeted with sales ads, many customers experienced messaging fatigue, particularly nearing the end of the campaign. Even though we increased the amount of emails sent, we delicately handled fatigue by respecting contacts that had already purchased during the sale. We removed them from any subsequent email sends until the very end when we invited them to participate again only with a “last chance” email.
2.
Precision
Language was an issue both in brand and customer representation. So, we got creative. We split our messaging into two mini campaigns. We sent out two types of emails with very different style language. By splitting them up between technical talk and creative subject headings, we soon saw an immediate response from an audience looking for brand connection and not just another sale. We also grew the list exponentially. Apex went from occasionally sending emails to sending daily, pointed emails. In the final hour near the end of the campaign, Apex realized that they needed to pivot on one of their products that was not selling due to market saturation. Inovāt rose to the challenge by reshaping the content and messaging of the email in time for a quick turn around the next day.
3.
Acceleration
An escalation in email frequency, coupled with strategic messaging and vehicle specific targeting, saw an uptick in sales year over year all while avoiding message fatigue, decreasing abandoned carts and an increase in new subscribers. This full throttle campaign took email from being their fifth revenue driver to their second. Our creative subject lines alone drove up revenue by a third compared to the techy-sounding subject lines, and their email-driven sales increased a staggering 141%. We helped Apex not only succeed in the biggest Black Friday ever but laid a foundation for guaranteed success year after year.
“Inovāt went above and beyond from the beginning until the very end.”
Steffanie Martin, Chief Marketing Officer
85k
more visitors than last year.
141%
increase in revenue from email.
3.7x
growth in traffic from email.
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